Archives for February 2012

Social media strategy must encompass all stakeholders

Tweet In November last year Qantas became the third airline (after accident-prone United and the normally safe-handed Southwest) to be undone by social media when its twitter campaign #QantasLuxury backfired spectacularly.  In return for a First Class Gift Pack (see Figure 1 below to be wowed), customers were asked to tweet what their dream luxury inflight experience would be.                   Figure 1: The Prize – ‘A luxury amenity kit and our famous QF PJs’ Any hopes Qantas’s social media team had of receiving a few marketing ideas were swiftly quashed.  Instead they… Read more